Google has introduced a new virtual try-on feature that allows U.S. shoppers to create a full-body digital representation of themselves using a single selfie. This feature is designed to make online apparel shopping more realistic and personalized, reducing uncertainty around fit and appearance.
The technology is powered by Google’s Gemini 2.5 Flash Image model, internally referred to as Nano Banana. Using this image-generation model, Google can transform a simple selfie into a studio-style, full-body image that reflects the shopper’s proportions and selected clothing size. This generated image then becomes the shopper’s default virtual model for trying on clothing.
How it works
Shoppers upload a selfie, select their clothing size, and choose one of the generated full-body images as their preferred try-on model. From there, they can virtually try on apparel across billions of products available in Google Shopping. The system overlays clothing items onto the generated image, helping users visualize how products may look on their own body rather than on a generic model.
Importantly, this feature is optional. Shoppers who prefer not to use a generated avatar can still rely on traditional model-based try-ons or upload their own full-body photos instead. This flexibility helps address privacy concerns and different comfort levels with AI-generated imagery.
Why this matters for businesses
For retailers and advertisers, this feature has the potential to:
- Increase shopper confidence when purchasing apparel online
- Reduce returns caused by mismatched expectations
- Improve engagement and conversion rates in Google Shopping
By making the shopping experience feel more personal and interactive, Google is aiming to close the gap between online and in-store apparel browsing.
Key considerations
- The feature is currently limited to U.S. shoppers
- Adoption will likely vary depending on user comfort with AI-generated images
- Brands do not need to take action immediately, but should monitor performance changes in Shopping campaigns
Overall, this update reflects Google’s broader push toward AI-driven, personalized commerce experiences, with virtual try-on acting as a tool to reduce friction and improve decision-making for shoppers.